Our Top 6 Client Management Best Practices
Ah, the life of a Client Account Manager in the world of digital marketing agencies. It's a role that requires finesse, empathy, and a knack for keeping clients happy while juggling the intricacies of projects and strategy. It's a true art!
How do you do it? Our CAM Community includes experts who have collected best practices from years of experience, and we are about to share our favourites—including some tips that may give away our superpowers.
But there’s no gate-keeping here!
Continue reading to learn tools and resources for improving client satisfaction and agency success. Hold onto your hats; we've narrowed down our top best practices for Client Account Management that you can use today to sharpen those skills!
1. Create a Customized Approach
Who doesn't love to feel special? We sure do! 🤩 And so do clients. Providing an unforgettable experience for your clients will build immediate rapport, retain them longer, and leave them satisfied. What goes into a customized approach? Well, it can be twofold, and both are equally important.
Relationship: First, you want to focus on the client relationship aspect by creating a welcoming and open environment. Getting to know your clients on a level outside of business makes them feel special; it shows that you genuinely care. Learn about their interests or even ask about their dog in the background (people love talking about their pets). These insights are golden nuggets of knowledge that help inform decisions later on. Whether easing a concern or choosing a milestone client gift, you will have more confidence in what to do. In turn, your ever-growing relationship forms trust and a solid line of communication.
Strategy: Second, clients choose a digital marketing agency because of its skills, expertise, and experience. They are not looking for a cookie-cutter, rinse-and-repeat situation. What makes an agency stand out is its ability to provide a personalized approach to strategy that caters to the client's needs and goals. Each situation is unique.
A customized approach to strategy could be a variety of things. Here are a few scenarios:
A client is under pressure to hit a campaign goal and wants to see every number and optimization. You can send progress updates each morning so the client is constantly looped in. Goodbye, one-off emails that load up your inbox!
Your new client has a messy Google Analytics Account. To save on cost and distribute time appropriately across teams, you propose a 3-month analytics initiative before starting with SEO management. Wow, save money and time? Client satisfaction at its best!
There are too many cooks in the kitchen on client calls, and everything still needs to be done. To help with productivity and focus, you suggest having dedicated times to meet with select team members who can delegate and report back in. Doing so will keep meetings efficient and momentum up!
A customized approach doesn't have to be a grand gesture or significant shift. Ask if a client or team prefers to receive deliverables as attachments or a shared link. Sometimes, clients respond better to live demos or presentations of the deliverables. Others prefer a list of instructions.
As a Client Account Manager, your keen awareness of these small but mighty cues is a relationship-building skill that creates a lasting impression on your client. Customize your approach and develop yourself and your team as strategic partners.
2. Updates, Updates, Updates ☑️
Remember that client that needs to know everything at all times? They are determined! Unless you have infinite time, that inbox count will forever increase. Yikes! Don't worry; we have a solution… or two!
Another best practice for your Client Account Management toolbox is over communication and routine updates. At DOT & Company, we call them "daily pulses." They are quick check-in messages to the client that provide the account status, highlights, or optimization. It's as if you are doing a self-check in on your pulse but for the client's account, campaign, or task:
🙌🏾 Is it you alive and thriving? Great!
🫠 Is it a bit off? Let's take action!
Report it, acknowledge it, and communicate it. Be clear on what action you or your team are taking, provide solutions or suggestions, and highlight the positives. Often, the message is a notification that nothing is on fire and there's nothing to call out. The fact that you are supplying an update in the first place is a form of transparency. It lets the client know you are monitoring and ready for action when necessary. This best practice calms worries and anticipates new concerns.
When in doubt, it's best to over communicate with clients. It's better to be in the know than in the dark! Find out if the client likes to be notified via email, meetings, or Slack messages. Once you get the cadence down, you will notice more streamlined communication and efficient progress because everyone is aligned!
Want to learn more about handy tools like the "daily pulse" messages? Join our CAM Community! It's full of specialized experts who provide tips and tricks you can take to enhance your Client Account Management!
3. Proactiveness Keeps Clients Happy
Client Account Managers have a secret weapon: anticipatory senses!
Because you have built strong client rapport and are seeing internal progress, you are in a unique position to know the client's needs before they do!
As a rule of thumb, be the first to contact the client with highlights or status. Clients invest in a service—they want to feel cared for and don't have to take the initiative. If they expect a promised deliverable, do not wait until the last minute without giving a quick alert in advance. It will save you time and explanation later. If you know something may be delayed, let the client know as soon as possible so that the expectation can be reset.
Be one step ahead to provide! Listen to concerns, upcoming initiatives, and opportunities. You are the driver for your team to make it all happen. The best part? Your client will be grateful that you 'read their mind'! It feels like you are going above and beyond for the client. In reality, it's your constant proactiveness that keeps them happy. 😄
4. Transparency is the Key to Improvement
Have you ever had to report bad news to a client? Trust us; everyone in the CAM Community has been there! Often, you are the bearer of bad news in the Client Account Management role. In digital marketing agencies, it's natural for mistakes to happen or something to get missed. Refraining from a discussion upfront with the client will only make matters worse.
Take action; disclose a concern or mishap before it's too late. If there is no immediate solution, loop in the client to avoid surprises. Being open and honest will form trust and loyalty while helping to resolve an issue more quickly.
But wait! Transparency doesn't only apply to the negative. Setting client expectations, revisiting goals, and providing visuals for status is another form of transparency. Opening that direct line of communication and visibility lessens room for concern.
Working with clients is not a transaction—you are creating a partnership 🤝. The bottom line is that you want your client to feel comfortable enough to talk to you human to human. You, your clients, and your team will be grateful for this approach.
5. Get Clients to Engage and Participate 💻
Like many marketing agencies, you and your team spend a lot of time on Zoom for client calls. Getting people to engage through the screen can feel like pulling teeth.
To truly captivate your clients, you must showcase that you are their partner in achieving digital marketing greatness. One approach to getting clients to engage is proactive communication. Anticipate their needs, whether a quick check-in or a personalized strategy session. Displaying initiative demonstrates your commitment to their success and fosters a more profound sense of trust.
Remember, engagement is a two-way street—ask for feedback and input. Then, listen! Inviting clients to be active participants throughout the process will keep them engaged and allow you to gain valuable insights that can drive campaigns to new heights.
6. Be Respectful of Time 🕰️
Time is a precious commodity these days, and nothing irks clients more than feeling like theirs is being wasted. Because, let's be honest, it could have been an email.
As the Client Account Manager, you have the power to lead impactful, productive, and efficient client meetings. During onboarding, it's the best practice to set clear expectations on how the client's time will be used. Map out the call cadence, timelines, and communication frequency to help streamline processes. As the engagement continues, you can discern when to adjust these expectations to better fit the client's or team's needs, ability, and time.
Make it known that you and your team are available, but take ownership of the project. Reserve client calls to review essential updates, presentations or reportings, and strategy topics requiring extensive discussion.
With this collection of best practices, you will discover you only need calls sparingly. The client will be confident in your efforts, the team engagement will be smooth and concise, and voila—everyone's time will be saved.
So what are you waiting for? There’s no need to go it alone. Hop into a community that understands you and the intricacies of Client Account Management. Join the CAM Community and get access to everything you need to be a success!